Why do some celebrity-founded cosmetics companies manage to build lasting customer loyalty, while others disappear from store shelves just as quickly as they appeared? That is the question Mintel asks in its latest report, produced in partnership with Black Swan Data.
The study analyzes more than 20 million online posts on TikTok, Instagram, Pinterest, X, Reddit, and Threads between January 2024 and January 2026 in the U.S. market.
A divided field
Brands endorsed by celebrities enjoy instant visibility. But the report emphasizes that name recognition isn’t enough. “Consumers’ judgment is immediate and uncompromising. Some founders are perceived as genuinely involved in the formulation and storytelling behind their products. Others are seen as opportunists, exploiting their fame without offering any real innovation,” notes Mintel.
Price exacerbates the phenomenon. As soon as a brand positions itself as premium, consumers scrutinize the alignment between price and performance more closely. Without tangible proof of innovation or visible results, mistrust sets in. “Brand recognition may prompt an initial purchase. It is the quality, differentiation, and credibility of the ingredients that drive repeat purchases.”
Each to their own brand
Mintel’s analysis identifies several brand profiles. “Global star power”, embodied by Rare Beauty (Selena Gomez) and Haus Labs (Lady Gaga), combines worldwide fame with product credibility.
“Artist-led authority”, championed by professional makeup artists such as Danessa Myricks Beauty or Westman Atelier, reflects professional expertise.
“Digital-native influence”, represented by One/Size (Patrick Starrr), has been …
